PENGARUH INOVASI PRODUK, HARGA DAN KUALITAS PRODUK TERHADAP KEUNGGULAN BERSAING PADA COFFEE SHOP DI BANJARMASIN

Abstract

This research was conducted to determine: (1) the influence of product innovation on competitive advantage in Banjarmasin coffee shops, (2) the influence of price on competitive advantage in Banjarmasin coffee shops, (3) the influence of product quality oxn competitive advantage in Banjarmasin coffee shops. Population in this research is coffee shop business actors in Banjarmasin. The number of respondents was 50 owners or managers. The sampling technique used was purposive sampling. This research uses data analysis techniques, namely multiple linear regression. Research provides results that product innovation has no effect on competitive advantage at Coffee Shops in Banjarmasin. Price influences the competitive advantage of the Coffee Shop in Banjarmasin. Product quality influences the competitive advantage of the Coffee Shop in Banjarmasin